Given that research shows that in excess of 80% of people with an internet connection (that’s basically everyone in the developed world) are active social media users and that with every passing year they spend a larger proportion of their day on social media, why doesn’t your company view social media as a strategic initiative rather than a tactical one?
I know that you have a Facebook page and that you tweet about your company’s news, but this is positioning social media very much as an afterthought to how you communicate to your audiences rather than core to how you do it.
Amazon, Ebay, Apple, AirBnB, Uber, Paypal, Tesla, Instagram, WhatsApp…they all have disrupted. Whether they have created new technologies or or not they have all worked-out how they can leverage existing technologies to change how their industry operates. Not by thinking “we can paste the same methodologies in to these new channels” but by saying “how can these new channels be used best to move us closer to our customers.”
Very few organisations have been able to do this. Perhaps through inertia, perhaps through fear, perhaps through lack of vision…but what we have seen is that many of the largest companies in the world have failed (or are failing) because they’ve failed to understand exactly what the challenges are that they’re facing. A restructuring of your business isn’t going to save you if fundamentally your customers have a better and more natural experience dealing from someone else and they are voting with their feet.
So what should you do?
You need to think about how you can use social media to close the gap between your business, your customers, your prospects and your staff. This is what social media was created for. Is it the only problem you’re facing? Probably not. Will embracing social media solve all of your organisation’s problems? Definitely not. Will becoming social make your organisation better/stronger/more agile? Yes, for sure.
Does going down this route mean that your business can transform and be a winner? Possibly…possibly not. But you MUST try, or at the very least understand what an attempt to change would entail, because I assume that you don’t want to suffer the same fate as – Kodak, Digital, Toys-R-Us, BHS, MySpace, Nokia, Woolworths, Blockbuster, Borders, Compaq, Tower Records, Yahoo, Atari, Motorola, Xerox, Tie Rack, JC Penney, Blackberry, Commodore, Sears, Hitachi, RadioShack/Tandy, Palm, Netscape, HMV, AOL, Clinton Cards, TiVo, GM, Reader’s Digest, WorldCom, Arthur Andersson, Lehman Brothers…the list is terrifyingly long.
It’s not too late to change what you’re doing…but time is running out.
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